DIY and crafting retailer Michaels has unveiled its new “Respect the Handmade” brand campaign, which puts independent “makers” in the spotlight. At the center of the campaign is a cute and quirky ad spot that shows various homemade goods, such as pillows and earrings, coming to life and singing their own rendition of Aretha Franklin’s Respect. The ad, crafted in partnership with creative agency OBERLAND, aims to illustrate the retailer’s commitment to respecting and elevating its makers while empowering customers.
The “Respect the Handmade” campaign will help elevate MakerPlace by Michaels, the retailer’s online marketplace that aims to challenge Etsy. It was designed to create a space for “makers” to connect with shoppers and sell their handmade goods. It also serves as a destination for sellers and shoppers alike to access classes and how-to’s, acting as a natural extension of Michaels’ interactive in-store experience.
“I’ve been a MakerPlace by Michaels seller since the beta launch and have been thrilled to see Michaels continue to support and evolve the site,” said Linette Ramos de Soto of Breads and Threads Handmade on MakerPlace. “The new ‘Respect the Handmade’ campaign is a testament to the admiration Michaels and MakerPlace have for truly handmade businesses, and I’m so excited that my art will be featured and seen by millions.”
Bringing Makers to Stores
The “Respect the Makers” campaign will be amplified through social media, the MakerPlace website and Michaels-owned channels as well as streaming video and programmatic paid media. Makers also are being featured in local stores. Select MakerPlace sellers will be invited to sell directly to their community in these physical locations so they can drive brand awareness and boost sales. Phase one of the in-store pilot launched Feb. 24 in seven stores, and another will launch starting March 23.
“Finding and reaching potential customers is one of the biggest challenges for small businesses, especially in the handmade space where online marketplaces have become crowded and difficult to break through,” said Jande Laulu of Jande Summer on MakerPlace. “I jumped at the invitation from Michaels to test their in-store MakerPlace pilot. It’s an exciting way to connect with my local community and reach new customers who love and appreciate handmade goods.”
